Basic Guide to Cultural Tourism Marketing: Practice Cultural Management - Paperback

by Andrea Hausmann (Author), Sarah Schuhbauer (Author)

This essential knowledgeably explains the key decisions to be made in the practice of cultural tourism marketing. After an introduction to the term and the central characteristics, the main activities in the planning process of cultural tourism marketing are presented. Building on this, Andrea Hausmann describes marketing strategies that are particularly relevant in practice, dealing with the different types of cultural tourism demand (segmentation), brand management (branding), the realization of innovations (digitalization) and entering into cooperations or forming networks. Finally, typical focal points in the marketing mix of cultural tourism service providers are highlighted and the importance of personnel for the quality experience of demand is elaborated.

The author:

Prof. Dr. Andrea Hausmann is a professor at the Institute for Cultural Management at the Ludwigsburg University of Education. She advises cultural enterprises and tourism organisations on the topics of cultural tourism, marketing and personnel.

Back Jacket

This essential explains the most important decisions to be made in the practice of cultural tourism marketing. After an introduction to the term and the central characteristics, the most important activities in the planning process of cultural tourism marketing are presented. Building on this, Andrea Hausmann and Sarah Schuhbauer describe marketing strategies that are particularly relevant in cultural tourism practice. These include dealing with relevant types of demand (segmentation), brand management (branding), the realisation of innovations (digitisation) and the behaviour towards the competition (cooperation and networks). In a next step, typical key aspects in the marketing mix of cultural tourism service providers are examined. Finally, the importance of staff for the quality of experience of tourism demand is elaborated.

The Content,

• Term, characteristics and planning process of cultural tourism marketing
• Marketing strategies: segmentation, branding, innovation (digitisation) and cooperation/networks
• Marketing mix in cultural tourism
• Role of staff in service quality

The target groups

- Cultural institutions, cultural administrations, tourism organisations, other service providers

- Lecturers and students of cultural management, tourism and business administration

The authors

Prof. Dr. Andrea Hausmann is a professor at the Institute for Cultural Management at the Ludwigsburg University of Education. She advises cultural institutions and tourism organisations on the topics of cultural tourism, cultural marketing and leadership.

Sarah Schuhbauer, M.A., is research associate at the Institute for Cultural Management at the Ludwigsburg University of Education. Her work focuses on cultural tourism, cultural marketing and empirical research methods.

Author Biography

Prof. Dr. Andrea Hausmann is a professor at the Institute for Cultural Management at the Ludwigsburg University of Education. She advises cultural enterprises and tourism organisations on the topics of cultural tourism, marketing and personnel.